From online advertising to mobile, the campaign gave consumers utility to go. In banners you could check out a band based on another one you love (last.fm API), see a movie nearby & get tickets (fandango.com API), grab a table for dinner (opentable.com API), or just do something fun locally (dailycandy.com API). Other executions were based on time (with a Google map to find it) or the weather (a recipe furnished by the Food Network with a shopping list).

With key placements on major portals, to launch the campaign we created data visualisation banners and the first banner featuring live webcams to show how people around the world “go”. A partnership with Flickr allowed our microsite to feature photos that allowed people to share their ideas of things to do. Consumers could also get involved with the campaign by submitting their favourite sites for fun things to do.

Visa was able to successfully rebrand itself while providing utility to customers worldwide.

The campaign delivered 1.5 billion impressions and interaction rates were two times higher than industry and financial benchmarks**Dart DoubleclickOver six months, 1.6 million people visited Visa.com/go.**Google Analytics ToolOver 18,000 user images were posted to the site.*Utilising Visa’s Flickr groupAs a result of the campaign, Visa earned significant increases in all brand metrics.

*Respondents pegged Visa as “the best way to pay,” “the most convenient way to pay,” as well as “the most accepted card in the United States.”**Insight Express AdInsights Report, October 2009